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Mktg350 lecture 09092013

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  • Say the word “analog”1 packet = 1024 bits … or 1 byte1000 bytes = 1 kB1000 squared = 1 megaByte1000 cubed = 1 gigaByte1000 to the 4th = 1 teraByte
  • Say the word “analog”1 packet = 1024 bits … or 1 byte1000 bytes = 1 kB1000 squared = 1 megaByte1000 cubed = 1 gigaByte1000 to the 4th = 1 teraByte
  • Say the word “analog”1 packet = 1024 bits … or 1 byte1000 bytes = 1 kB1000 squared = 1 megaByte1000 cubed = 1 gigaByte1000 to the 4th = 1 teraByte
  • Say the word “analog”1 packet = 1024 bits … or 1 byte1000 bytes = 1 kB1000 squared = 1 megaByte1000 cubed = 1 gigaByte1000 to the 4th = 1 teraByte
  • Say the word “analog”1 packet = 1024 bits … or 1 byte1000 bytes = 1 kB1000 squared = 1 megaByte1000 cubed = 1 gigaByte1000 to the 4th = 1 teraByte

Transcript

  • 1. Online & New Media Tools of Digital Marketing SNC-MKTG350 September 9, 2013
  • 2. Tonight’s Agenda: Communication Pathways in Marketing • Read Chapter 1 in Analytics text • Quiz 3 • Tools of Digital Marketing – Websites and blogs – Search: Google, Bing & Yahoo • Organic results • Paid results – Email – Automated marketing tools • Eloqua, HubSpot, etc. • First blog post due: Wed., Sept 11
  • 3. Key Points: Analytics • Paid vs. Owned – Paid can be banners, pay-per-click, sponsorships – Owned means advertiser owns it: website, email, Facebook, Twitter pages • Earned Media – Public relations, ie., placed stories in news or reviews – Going “viral” • No digital strategy can succeed based on only one media type. • Targeting is done thru combo of first- and third-party data • Cookies are yummy things, filled with crunchy data • A funnel is used to sell things…more efficiently • User feedback tells a richer story about the sale, products, user
  • 4. Pathways of Communication • Advertising: One to Many • Social/Online Media: Many to Many Online is more nuanced than just two simple models
  • 5. Websites • A website, also written as Web site,[1] web site, or simply site,[2] is a set of related web pages served from a single web domain. • A website is hosted on at least one web server, accessible via a network such as the Internet or a private local area network through an Internet address. • All publicly accessible websites collectively constitute the World Wide Web.
  • 6. Websites
  • 7. Websites – What Can You With Them? • Communicate your brand, products, position and location • Provide in-depth information and news in text, videos, testimonials, PDFs • Generate leads • Make sales • Get feedback • Create a marketplace for products or info
  • 8. Websites – What Can’t You With Them? • Compensate for running a business poorly • Replace customer service • Make your products better • Find people who don’t want to know about you or your product • Follow your clients around until they buy
  • 9. Why not just use Facebook? • Your audience might leave Facebook • Facebook is not under your control • You can’t do all functions in Facebook that you can on your own site: – Transactions – In-depth information – Gather systematic feedback
  • 10. Which model? • One-to-one communication? • One-to-many communication? • Two-way communication? • Many-to-many communication? Websites = Mostly one-to-many + Limited two-way communication
  • 11. Blogs • A specific kind of website • May only have the blog content, may have more • Content is constantly evolving • Content can be words/opinions, photos, videos • Possible to comment on blog contents and other comments
  • 12. • Header • Content area • Sidebar area • Footer area Blog Must-Haves
  • 13. Which model? • One-to-one communication? • One-to-many communication? • Two-way communication? • Many-to-many communication? Blogs = Mostly one-to-many + many-to-many communication
  • 14. engine site reader Search • Using the structure and content of your site to show up favorably in search results • Using the tools of the search algorithms to provide relevant content to reader • Search engines are a third party in your messaging = distributor
  • 15. Search
  • 16. Search • How Google’s improvements have changed your readers’ relationship with your site http://www.google.com/insidesearch/howsearchworks/algorithms.html
  • 17. Which model? • One-to-one communication? • One-to-many communication? • Two-way communication? • Many-to-many communication? Search = “Filtered” two-way communication
  • 18. Email • Sending a message to many readers at one time about your product, could be: – Straight-up ads/offers – Newsletters – Invitations – Surveys • Usually part of a schedule of messages • Most effective with “house lists”, people who asked to be sent messages, updates
  • 19. Email Does Work! Source: Custora E-Commerce Customer Acquisition Snapshot, June 2013
  • 20. Which model? • One-to-one communication? • One-to-many communication? • Two-way communication? • Many-to-many communication? Email = One-to-Many communication
  • 21. Automated Marketing Tools • Using software to systematically and automatically deliver marketing messages • Often follow-up messages: – “Please review your purchase of…” – “Your 10-day trial is about to expire…” • Repetitive tasks • Allows greater analysis • Can be confused with customer service
  • 22. Automated Marketing Tools • After a download or a trial period (aka, lead qualification) • After a purchase (capturing reviews, feedback) • Event RSVP’s • Scheduled increments before a predictable future purchase (ensuring future revenue): – domain expiring – oil change is due • Often emails, could be posts or site messages • A certain response triggers other automated messages
  • 23. Automated Marketing Players Provider Employees Client # Software Integration Cost Eloqua 300+ ~1,200 Oracle/Siebel, SalesForce, Microsoft Dynamics $2000-4000/mo Marketo 350+ ~2,000 Microsoft Dynamics, SalesForce $1795-2995/mo HubSpot 500+ ~8,000 SalesForce, AdWords, Analytics $200-1400/mo Pardot 60+ ~1,000 SalesForce, ExactTarget, AdWords, other CRMs $1000-2000/mo Source: MarketingMattersInbound.com, June 2013
  • 24. Which model? • One-to-one communication? • One-to-many communication? • Two-way communication? • Many-to-many communication? Automation = Manufactured two-way communication
  • 25. Next session: • Read Chapter 2 in Analytics text • Social: – Facebook, Twitter, Mashable & Pinterest, FourSquare • Deals: – Living Social, GroupOn • Videos: – YouTube, Hulu, Vine • Web and mobile apps – Apple and Android stores as distribution channels • Mobile devices • Podcasts, syndication and RSS • Database marketing • First blog post due: Wed., Sept 11